We all negotiate on a daily basis. On a personal level, we negotiate with friends, family, landlords, car sellers and employers, among others. Negotiation is also the key to business success. No business can survive without profitable contracts. Within a company, negotiation skills can lead to your career advancement.
I hope that you will join the hundreds of thousands of learners who have made “Successful Negotiation” one of the most popular and highly-rated MOOCs worldwide. In the course, you’ll learn about and practice the four steps to a successful negotiation:
(1) Prepare: Plan Your Negotiation Strategy
(2) Negotiate: Use Key Tactics for Success
(3) Close: Create a Contract
(4) Perform and Evaluate: The End Game
To successfully complete this course and improve your ability to negotiate, you’ll need to do the following:
(1) Watch the short videos (ranging from 5 to 20 minutes). The videos are interactive and they include questions to test your understanding of negotiation strategy and skills. You can speed up or slow down videos to match your preferred pace for listening. Depending on your schedule, you can watch the videos over a few weeks or you can binge watch them. A learner who binge-watched the course concluded that “It’s as good as Breaking Bad.” Another learner compared the course to “House of Cards.” Both shows contain interesting examples of complex negotiations!
(2) Test your negotiation skills by completing the negotiation in Module 6. You can negotiate with a local friend or use Discussions to find a partner from another part of the world. Your negotiation partner will give you feedback on your negotiation skills. To assist you with your negotiations, I have developed several free negotiating planning tools that are related to the course. These tools and a free app are available at http://negotiationplanner.com/
(3) Take the final exam. To successfully complete the course, you must answer 80% of the questions correctly. The exam is a Mastery Exam, which means that you can take it as many times as you want until you master the material.
Course Certificate
You have the option of earning a Course Certificate. A Certificate provides formal recognition of your achievements in the course and includes the University of Michigan logo. Learn more about Certificates at: https://learner.coursera.help/hc/en-us/articles/209819053-Get-a-Course-Certificate
This course is also available in Spanish and Portuguese. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/negociacion/
To join the fully translated Portuguese version, visit this page: https://www.coursera.org/learn/negociacao
Subtitles for the videos are available in English, Ukrainian, Chinese (Simplified), Portuguese (Brazilian), Spanish
Created by: University of Michigan
The course logo composite is shared with a Creative Commons CC BY-SA (https://creativecommons.org/licenses/by-sa/2.0/) license, and was created using images provided courtesy of Flazingo Photos (http://bit.ly/1zOylRm) and K2 Space (https://www.flickr.com/photos/k2space/14257556613/in/set-72157644732478432).

講師

George Siedel

Williamson Family Professor of Business Administration and Thurnau Professor of Business Law

字幕

The final element that relates to your actual negotiation deals with the psychological tools that you can use and the traps that you want to avoid. And during the course, we talked about nine of these tools and traps. The first one, mythical fixed pie assumption, was the assumption that our interests conflict with the interest of the other side. This is perhaps the most important element that relates to the house on Elm Street and I'm going to save it until the end. So ,let's go through some of the other ones. First, anchoring. As we defined it earlier, we tend to anchor on an initial value when trying to evaluate an item that has an uncertain value. So, question here. The big question with anchoring is who should throw out the first price. And how did you deal with that question here? During your negotiation, think back. Did you throw out the first price or did the other side throw out the first price? Think of the advice we talked about. The fundamental conclusion was, when you're dealing with an item that has an uncertain value, let the other side throw out the first price because that's a way for you to gather information about that value. Whereas if you're fairly confident of the value, then you throw out the first price and try to anchor them to your price. So, what's our situation here? Certain value, uncertain value. In my opinion, this is a case involving property with a very uncertain value because I gave you very few facts about the value of the house. You know what the tax assessment is. You know the value of a house that was sold six years ago. But apart from that, very uncertain of value, so if I were the negotiator here, I would try to get the other side to throw out the first price. And I noticed over the years that the people in this negotiation who do throw out the first price often get destroyed. So, you have a situation where, for example, the buyer will walk into the negotiation thinking, well, you know, I'm probably going to have to pay around $200,000 for this house. And then the seller throws out the first price, which might be, let's say $170,000. And right away, the buyer is $30,000 ahead of what they thought the price would be. And immediately, you know, the great negotiators immediately recalibrate and they act very sad. they, they act very upset by that price of 170 and try to negotiate it down further. The negotiators who aren't as good might accept that offer of 170 right away. Now, if you're the seller here and you throw out the first price of 170, and the other side accepts immediately, are you happy about that? Probably most of us would be very upset with that because we simply realize a, we picked a price that was much too low, they accepted it too quickly, and should have selected another price. So, if you, if you ever want to make somebody upset in a negotiation, accept their offer immediately. Even when they're making a great offer, you'll make them feel better if, if if it's a bit of a struggle and if you negotiate over what they're offering. So that's, that's the those are the considerations regarding anchoring and first price. Overconfidence is not a huge issue in this case, but let me give you an illustration of how it might come into play. If I had asked you, let's say you're Tracy here, the seller. If I had asked you to estimate the ZOPA, the zone of potential agreement before you started the negotiation, what would your range be in estimating that ZOPA? My guess is that very few of you would have selected a range as large as 150 to 250,000. Most people would select a na, a, a much narrower range, which illustrates overconfidence. But if you had, if you are able to overcome overconfidence and select a larger ZOPA, then it expands your thinking about the case. If you realized, for instance, that the buyer would be willing to pay as much as $250,000, then you begin to think, well, what's behind this, this buyer? What is the buyer interested in? And then all of a sudden, you start to look at the facts a little bit differently. you, you realize, well, wait a minute, no sales in this neighborhood for six years. And now all of a sudden, house behind me has just sold. Somebody's negotiating to buy the house next to that, and now somebody is negotiating to buy my property. Looks like these aren't individuals. Looks like it's a company trying to assemble land and then, of course, you ratchet up your price. So, overconfidence can have an impact on the success of a negotiation. Framing, another issue that looks like it's not directly related to this negotiation. It's hard to imagine how you could frame choices that might affect decisions. We'll turn to the, to the remaining psychological tools and traps in our next segment.